Many apps of the past have had their share of controversies but up to recent, TikTok has been the talk of the town. There have been concerns and allegations raised against the Chinese owned app.
Not only because it experienced a rapid rise in 2020, but also because it was criticized for allegedly serving as a Chinese espionage tool and Donald Trump subsequently banned it from US app stores. Due to the primarily funny content and the young age of its users, some companies also like to laugh at the app. But if you look closely, you can see the potential behind the platform with its enormous reach and which companies can use for themselves.
In today’s post, let’s investigate & try to explain what TikTok actually is and what you can do with it.
We will discuss the most important functions and give you tips on creating interesting posts for your target group.
So.. What is TikTok?
TikTok is a Chinese video app that was released in September 2016. It is the successor to the first video app Musically. TikTok allows users to upload and watch short videos of all kinds. Similar to Facebook and Instagram, it offers functions of a social network, such as sharing, commenting and liking videos. However, TikTok’s focus is clearly on moving images.
Since TikTok works differently than the well-known platforms Instagram and Facebook, it is useful to know a few basics before starting to use the app:
As soon as you open the app, the first short video appears on the home page, the so-called “For You Feed”. You can watch this on a continuous loop without having to do anything else. A new video only appears randomly by swiping up. TikTok does not have a home screen like the one you know from Facebook or Instagram.
But users do not have to remain passive viewers; they can also create and upload videos themselves. The handling has been kept as simple as possible. Videos must be 15-60 seconds long and recorded in portrait format. This format means that the
videos are shown in full screen so that users are not distracted by anything and can concentrate fully on the dance, singing and learning videos.
The advantage of TikTok is that you do not necessarily have to follow an account to see its videos. The algorithm simply shows you an endless number of videos on the home page. Over time, the For You feed adapts more and more to your behavior. Which videos do
you watch? How often and for how long? Preferences, location, environment and user interests are also among the decision-making factors. For many creators, the For You feed is the ultimate because it is the first page that appears when you open the app on your mobile phone. Those who are shown here get the most attention and therefore have the chance of getting the most likes, views and follows. However, no one knows exactly how you manage to get onto the FYP (For You Page).
Content available on TikTok!
Hashtag challenges
Companies can use hashtags to launch their own (branded) challenges and thereby generate an incredible number of views. Users are invited to take part in a kind of competition. For example, GUESS launched a campaign under the hashtag #InMyDenim, which now
has over 50 million views. Another example: Under the hashtag #workoutfromhome, TikTok users show which methods they use to stay fit at home. This and other quarantine hashtags were particularly popular during lockdown.
Sounds and original sounds
If you upload a dance video to TikTok, re-enact a sketch or a well-known film scene, you can add sounds or well-known hits to your videos. Popular TikTok challenges are usually based on the soundtrack of a well-known singer.
Duets
The duet function allows you to interact with other users. For example, if a TikToker sings in their video, you can put the video in a split screen next to your own and “sing with them”. Companies can also use the duet function to their advantage by asking users to interact with their video.
Filters and effects
The range of creative inventory on TikTok is almost limitless. From filters and effects to slow motion and time lapse, almost everything is there. TikTok lets its users create unique and incredibly creative content.
TikTok for Business!
Hashtag challenges
Companies can use hashtags to launch their own (branded) challenges and thereby generate an incredible number of views. Users are invited to take part in a kind of competition. For example, GUESS launched a campaign under the hashtag #InMyDenim, which now
has over 50 million views. Another example: Under the hashtag #workoutfromhome, TikTok users show which methods they use to stay fit at home. This and other quarantine hashtags were particularly popular during lockdown.
Sounds and original sounds
If you upload a dance video to TikTok, re-enact a sketch or a well-known film scene, you can add sounds or well-known hits to your videos. Popular TikTok challenges are usually based on the soundtrack of a well-known singer.
Duets
The duet function allows you to interact with other users. For example, if a TikToker sings in their video, you can put the video in a split screen next to your own and “sing with them”. Companies can also use the duet function to their advantage by asking users to interact with their video.
Filters and effects
The range of creative inventory on TikTok is almost limitless. From filters and effects to slow motion and time lapse, almost everything is there. TikTok lets its users create unique and incredibly creative content.
